Methodological Basis for Studying Social Media as a Tool to Tackle Consequences of COVID-19 in the Restaurant Industry
The article highlights the tight situation in the restaurant industry due to the COVID-19 pandemic. The aim of the study is analyzing the mechanism for tackling consequences of COVID-19 through social media and the social marketing sector. To achieve this goal, the article considers in detail the ba...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
PH "INZHEK"
2020-03-01
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| Series: | Problemi Ekonomiki |
| Subjects: | |
| Online Access: | https://www.problecon.com/export_pdf/problems-of-economy-2020-1_0-pages-152_158.pdf |
| _version_ | 1797332084573863936 |
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| author | Lazebnyk Iuliia O. Ivasenko Mykola G. |
| author_facet | Lazebnyk Iuliia O. Ivasenko Mykola G. |
| author_sort | Lazebnyk Iuliia O. |
| collection | DOAJ |
| description | The article highlights the tight situation in the restaurant industry due to the COVID-19 pandemic. The aim of the study is analyzing the mechanism for tackling consequences of COVID-19 through social media and the social marketing sector. To achieve this goal, the article considers in detail the basic definitions, directions and features of the use of such modern mechanism (tool) to increase effectiveness of advertising and promote goods and services as social media. Currently, social media marketing dominates traditional marketing. Traditional marketing is much more expensive than social media marketing, which is why today most enterprises have chosen marketing in social media to intensify their business. The article analyzes the results of a European study on the use of social media in the restaurant industry. Based on the results of the study, the main stages of the customer relationship management are identified, and three general steps are formed: Step One — getting to know your customer; Step Two — customer retention; Step Three — interaction with clients. The implementation of all three stages should improve quality of servicing customers of the restaurant sector. This paper analyzes the consequences of COVID-19 for the restaurant industry and suggests the main ways to overcome them. The necessity and expediency of using social media marketing in the restaurant industry is proved. Conclusions about the feasibility of introducing special measures to normalize the financial situation, overcome the crisis and provide return on production costs are made. Among these measures, the use of social media marketing, improvement of effectiveness of advertising on the Internet and establishment of communication with customers are singled out. |
| first_indexed | 2024-03-08T07:44:32Z |
| format | Article |
| id | doaj.art-03b52d61d7ec4717a22ac66dd305115d |
| institution | Directory Open Access Journal |
| issn | 2222-0712 2311-1186 |
| language | English |
| last_indexed | 2024-03-08T07:44:32Z |
| publishDate | 2020-03-01 |
| publisher | PH "INZHEK" |
| record_format | Article |
| series | Problemi Ekonomiki |
| spelling | doaj.art-03b52d61d7ec4717a22ac66dd305115d2024-02-02T16:31:37ZengPH "INZHEK"Problemi Ekonomiki2222-07122311-11862020-03-0114315215810.32983/2222-0712-2020-1-152-158Methodological Basis for Studying Social Media as a Tool to Tackle Consequences of COVID-19 in the Restaurant IndustryLazebnyk Iuliia O. 0https://orcid.org/0000-0002-2567-9764Ivasenko Mykola G. 1Education and Research Institute Karazin Business SchoolEducation and Research Institute Karazin Business SchoolThe article highlights the tight situation in the restaurant industry due to the COVID-19 pandemic. The aim of the study is analyzing the mechanism for tackling consequences of COVID-19 through social media and the social marketing sector. To achieve this goal, the article considers in detail the basic definitions, directions and features of the use of such modern mechanism (tool) to increase effectiveness of advertising and promote goods and services as social media. Currently, social media marketing dominates traditional marketing. Traditional marketing is much more expensive than social media marketing, which is why today most enterprises have chosen marketing in social media to intensify their business. The article analyzes the results of a European study on the use of social media in the restaurant industry. Based on the results of the study, the main stages of the customer relationship management are identified, and three general steps are formed: Step One — getting to know your customer; Step Two — customer retention; Step Three — interaction with clients. The implementation of all three stages should improve quality of servicing customers of the restaurant sector. This paper analyzes the consequences of COVID-19 for the restaurant industry and suggests the main ways to overcome them. The necessity and expediency of using social media marketing in the restaurant industry is proved. Conclusions about the feasibility of introducing special measures to normalize the financial situation, overcome the crisis and provide return on production costs are made. Among these measures, the use of social media marketing, improvement of effectiveness of advertising on the Internet and establishment of communication with customers are singled out.https://www.problecon.com/export_pdf/problems-of-economy-2020-1_0-pages-152_158.pdfsocial media marketingcommunicationadvertisingsocial media |
| spellingShingle | Lazebnyk Iuliia O. Ivasenko Mykola G. Methodological Basis for Studying Social Media as a Tool to Tackle Consequences of COVID-19 in the Restaurant Industry Problemi Ekonomiki social media marketing communication advertising social media |
| title | Methodological Basis for Studying Social Media as a Tool to Tackle Consequences of COVID-19 in the Restaurant Industry |
| title_full | Methodological Basis for Studying Social Media as a Tool to Tackle Consequences of COVID-19 in the Restaurant Industry |
| title_fullStr | Methodological Basis for Studying Social Media as a Tool to Tackle Consequences of COVID-19 in the Restaurant Industry |
| title_full_unstemmed | Methodological Basis for Studying Social Media as a Tool to Tackle Consequences of COVID-19 in the Restaurant Industry |
| title_short | Methodological Basis for Studying Social Media as a Tool to Tackle Consequences of COVID-19 in the Restaurant Industry |
| title_sort | methodological basis for studying social media as a tool to tackle consequences of covid 19 in the restaurant industry |
| topic | social media marketing communication advertising social media |
| url | https://www.problecon.com/export_pdf/problems-of-economy-2020-1_0-pages-152_158.pdf |
| work_keys_str_mv | AT lazebnykiuliiao methodologicalbasisforstudyingsocialmediaasatooltotackleconsequencesofcovid19intherestaurantindustry AT ivasenkomykolag methodologicalbasisforstudyingsocialmediaasatooltotackleconsequencesofcovid19intherestaurantindustry |